Even the #1 search result on Google can be generic, "commodity" content lacking a real point of view. This creates a massive opportunity for competitors to create superior, non-commodity content using proprietary data and firsthand experience to unseat incumbents.
To avoid creating neutral, forgettable content, adopt a simple writing exercise: end every section with a sentence starting with "I believe," "I won't," or "I disagree with." This forces you to take a definitive stance, which is crucial for attracting a dedicated audience.
To make content more compelling and less like generic AI output, challenge every adjective. Replace vague words like "fast," "popular," or "recent" with hard data. For example, change "fast" to "11 seconds" or "popular" to "4,200 orders last month." This adds credibility and vividness.
To ensure your content provides true "information gain," use this simple test before publishing: Google your headline, read the top three results, and confirm your piece contains at least three unique facts not present in them. If not, your article is just rehashed information.
To create non-commodity content, move beyond summarizing expert opinions. Instead, ground your content in personal, first-hand experience. Frame narratives around what "I did, I saw, I built," which provides unique stories and insights that AI and competitors cannot easily replicate.